Tag: packaging

Organic snacks have become a hugely popular category in the food sector in recent years, so creating an ownable brand that stands out is essential for survival. So, when Livio Bisterzo, founder of Green Park Holdings, a food innovation company in the health and nutrition sector, developed a new product, he commissioned Jones Knowles Ritchie (JKR) to devise the brand personality.

Tosh Hall, JKR’s Global Executive Creative Director, notes, “He approached us with a new product technology for creating organic chickpea puffs and the idea of making snacking not only good for you and but also good for the earth. He had a concept, a name, and a desire to not just be another small food brand, but rather to have big impact and touch people across the globe.”

In other words, be a category disruptor, not a follower. The JKR team is quite adept at creating campaigns that resonate for clients like Budweiser, Kashi, Stella Artois, among others, so when evaluating this brand’s attributes, Hall and his team didn’t rely on existing competitive data for visual guidance. “When we start any project, we familiarize ourselves with the category, but don’t really look left or right to see what others are doing. We concentrated on what is unique and ownable to our brand,” he explains. Read the rest here.

Thymes has been creating beautiful, botanical bath and body products with artisan fragrances for more than 30 years. In that time, the marketplace has become flooded with competitors, all vying for the same customers. To continue building excitement amidst a stream of new brands in the category, Thymes sought an elevated, modern aesthetic, so they reached out to Minneapolis-based, Wink. Initially, they only wanted their catalog redesigned, but principal Scott Thares asked them about their heritage and what they wanted to accomplish with a new catalog. “We spoke about how the vision needed to evolve into a more contemporary look and feel. They kept wanting to elevate their brand presence,” he recalls.

So he asked them what they felt they were doing better than the competition. “They kept coming back with this statement that they create artisanal, botanically-inspired fragrances—in house—versus other companies where fragrances are created in an outside chemical lab,” he says. “Everything they do evokes a memory; certain smells take you back to a particular moment in time. So we said we should capitalize on that.” Read the rest here.

Although branding firm Anagrama has been around for only five years, it’s already made a remarkable impact in the design world as well as in its local community. Its three founders, Sebastian Padilla, Mike Herrera and Gustavo Muñoz, started the business while working out of Muñoz’s house in 2009, but the firm now boasts more than 40 graphic designers, architects and programmers based in two offices—Monterrey and Mexico City—as well as another partner, Roberto Treviño, who heads the architecture department.

“We create the perfect balance between a design boutique and a business consultancy, from focusing on the development of creative pieces with the utmost attention to details, to providing solutions based on the analysis of tangible data,” says Padilla, who works out of the Monterrey office as creative director and client liaison. By breaking the traditional agency scheme with its multidisciplinary approach, Anagrama has consistently created unique branding environments for its clients. They don’t just design packaging or logos—they build brands (quite literally) from the ground up. This floor-to-ceiling process requires all the skill sets within the firm—architects and interior designers working hand-in-hand with graphic designers and programmers to execute the strategy across the full branding spectrum. Read the rest of the article here.